Paid, Owned, Earned: Maximising Marketing Returns in a Socially Connected World

The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of 'paid', 'owned' and 'earned' media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimisation, seeding and viral distribution, broadcast mass media, social performance media and measurement.

Author: Nick Burcher
Publisher: Kogan Page
Published: 03/27/2012
Pages: 296
Binding Type: Paperback
Weight: 0.99lbs
Size: 9.18h x 6.17w x 0.71d
ISBN: 9780749465629

Review Citation(s):
Publishers Weekly 03/26/2012
Foreword 04/20/2012
Reference and Research Bk News 04/01/2012 pg. 76
Choice 08/01/2012

About the Author

Nick Burcher is Head of Social Media and Digital Innovation at ZenithOptimedia Worldwide, part of the world's largest media services group, Publicis Groupe. He has worked across the whole spectrum of "Paid, Owned, Earned" (including social media for five years) and has built a reputation in this space through both speaking at industry events and maintaining his own social media presence.